PropelPay
PropelPay is an asset equity payment platform that allows property sellers to delay costs associated with putting their home on the market in order to expedite sales. The team at RealtyAssist came to us with a product concept, but needed help bringing it to life. From naming and defining brand hierarchy, to visual identity and product design, we were able to help build their idea into a brand.
The new brand is built on the theme of ‘upward momentum’ and the action of propelling forward. This is reflected literally in the brand name PropelPay, but more subtly throughout the visual identity. The distinct arrow iconmark and framing device created through negative space compliment one another to create an aspirational brand.
The monochromatic charcoal and white colour palette is sophisticated and trustworthy. It’s also part of PropelPay’s unique point of difference, with few brands using this colour way in the Australian real estate and buy-now-pay-later industries. Subtle colour is injected into the brand through photography, which spans three thematic areas – people, places and moments.
Collaborators
Creative Director – Sam Del Prete
Strategist – Issy Aleksander
Designer – Madi Horler